At Samsung Electronics Colombia, I led end-to-end market research across four product categories, from study design and questionnaire development through fieldwork coordination and insight delivery.
I designed and conducted in-depth interviews and exploratory studies to understand consumer behavior, map customer journeys, and identify user archetypes. I also built working relationships with research agencies and vendors, achieving 15% annual cost savings without compromising data quality.
I led Brand Health Tracking and consumer perception studies, reducing research cycle time by 50% through process optimization and closer agency coordination. I presented findings, recommendations, and brand and experience KPIs to senior leadership; my work contributed to 4–5% sales growth in key categories.
Earlier at Samsung Electronics Colombia, I partnered with the CFO and senior leadership on planning, forecasting, and budget control, and developed Power BI dashboards and SAP reports. At Grupo Cencosud Colombia, I led reporting cycles and helped implement an energy-efficiency project replicated across 52 stores.
